Tenuto Brand Guidelines

Brand guidelines · v1.1

Everything you need to present Tenuto consistently: logos, colours, typography and the rules that hold them together. Functional healthwear for men, Swiss engineered.

The Tenuto isotype: an ō with a gold tenuto line above it

The name

Tenuto, Italian for “held”.

In music, the tenuto mark is a short horizontal line above a note: hold it for its full value. That line sits above the ē and the ō in our wordmark.

It is also what we make: healthwear that holds and supports, every day. Hence the motto, We hold what matters.

Intelligentnot clinical
Discreetunderstated, elegant
Confidentmature, trustworthy
Enduringbuilt to last

01 — Logo

One mark, five lockups

Always use the supplied artwork. Every file below is cut from the same master drawing and comes as SVG (for everything), as EPS (for printers, embroidery and sign makers that ask for it) and as a 2400 px transparent PNG (for tools that can’t handle vectors).

SVG and PNG files are free to download.Sign in with your Tenuto Cloud account for the EPS files, the brand kit and the designer’s originals.

Primary logo

The wordmark with the motto. Use it wherever the brand introduces itself: website header, packaging, business cards, presentations.

Ink + goldSVG PNG
White + goldSVG PNG
InkSVG PNG
WhiteSVG PNG
BlackSVG PNG
Ink + flat goldSVG PNG
White + flat goldSVG PNG

Primary logo with ©

The primary logo with a © after the motto, as the motto appears on tenuto.ch. Use it where the motto is shown with the copyright sign, e.g. on the website and in marketing; otherwise use the primary logo.

Ink + goldSVG PNG
White + goldSVG PNG
InkSVG PNG
WhiteSVG PNG
BlackSVG PNG
Ink + flat goldSVG PNG
White + flat goldSVG PNG

Wordmark

The name on its own. For places that are too small for the motto, or where the motto already appears nearby: labels, navigation bars, footers.

Ink + goldSVG PNG
White + goldSVG PNG
InkSVG PNG
WhiteSVG PNG
BlackSVG PNG
Ink + flat goldSVG PNG
White + flat goldSVG PNG

Stacked logo

The Tenuto symbol above the wordmark, the lockup of the final logo concept. For square or vertical formats such as a garment waistband, swing tags or a packaging front.

InkSVG PNG
WhiteSVG PNG
BlackSVG PNG

Isotype

The held ō, also called the Tenuto symbol. A signature mark, not a replacement for the name: avatars, favicons, embroidery, woven labels, patterns.

GoldSVG PNG
InkSVG PNG
WhiteSVG PNG
BlackSVG PNG
Flat goldSVG PNG

Clear space

Keep a margin of at least x on every side of the logo, where x is the length of the tenuto line above the ō. Nothing goes inside it: no text, no edges, no other logos. For the isotype on its own, use half the length of its line.

Minimum size

Below these sizes the motto and the tenuto lines stop reading. Use a smaller lockup instead.

Small on light backgrounds

On light backgrounds, use the one-colour Ink version when the logo is narrower than 200 px on screen or 50 mm in print: the gold ō loses definition at small sizes. On dark backgrounds the gold versions hold down to the minimum size.

Lockup	Screen	Print
Primary logo	120 px wide	30 mm wide
Primary logo with ©	240 px wide	60 mm wide
Wordmark	80 px wide	20 mm wide
Stacked logo	64 px wide	20 mm wide
Isotype	16 px wide	5 mm wide

Packaging, labels, garments?Which logo to use where, the minimum size per production method, flat-gold files and what to check on underwear: Logo use & production

02 — Colour

Ink, Ivory, Forest and a touch of gold

A quiet, warm palette. Ink and Ivory carry almost everything; Forest is the second dark surface for banners and campaigns. Gold is reserved for the ō and Moss for keyword icons on Forest: accents, never text or large areas.

Tenuto Ink

Primary. The wordmark, text and dark surfaces. Use it instead of pure black on screen and in full-colour print.

HEX
RGB

Ivory

Primary background. Warmer and calmer than pure white; the default surface for the brand.

HEX
RGB

Forest

Secondary dark surface for banners, campaigns and email. Takes the white logo, with Moss for keyword icons.

HEX
RGB

Tenuto Gold

Accent, reserved for the ō. The flat value for one-colour gold: foil, thread, single-colour print.

HEX
RGB

Moss

Accent for keyword icons on Forest. Keyword text stays white: Moss text only passes WCAG AA at 24 px and up.

HEX
RGB

White

Reversed logo on Ink and photography; clean product and packaging surfaces.

HEX
RGB

Gold gradient

The gold ō is a gradient, running from deep gold at the lower left to pale gold at the upper right (60°). Use the gradient on screen and in full-colour print, Tenuto Gold for foil or thread.

#A87A350%
#CBAD6F38%
#EAC88870%
#FFF0A5100%

Flat gold

Every gold logo also comes with the ō in flat Tenuto Gold. On dark backgrounds it works very well: 6.4 : 1 on Ink, 4.9 : 1 on Forest and up to 9.7 : 1 on black or dark mode. On light backgrounds it is weak (2.0 : 1 on Ivory, 2.2 : 1 on white) and paler than the gradient, whose darker edge defines the ring. So: on dark, gradient or flat gold; on light, prefer the gradient and use flat gold only where a gradient can’t be reproduced, such as foil or thread.

Ink on Ivory · contrast 12.8 : 1

White on Ink · contrast 13.8 : 1

White on Forest · contrast 10.5 : 1

Secure fit
Urologist Tested
30-Day Guarantee

Moss icons on Forest · 3.8 : 1. Keyword text stays white.

Gold on Ivory · 2.0 : 1. Never for text.

Contrast

Every text colour on every brand background, rated against WCAG 2.2: 4.5 : 1 for normal text (AA), 3 : 1 for large text from 24 px and for icons. Use a pairing only where it passes for the size you set.

Contrast ratios of brand text colours on brand backgrounds
Text colour	on Ivory	on White	on Tenuto Ink	on Forest
Tenuto Ink	12.8 : 1AAA	13.8 : 1AAA	—	1.3 : 1Fails
White	1.1 : 1Fails	—	13.8 : 1AAA	10.5 : 1AAA
Tenuto Gold	2.0 : 1Fails	2.2 : 1Fails	6.4 : 1AA	4.9 : 1AA
Moss	2.6 : 1Fails	2.8 : 1Fails	5.0 : 1AA	3.8 : 1Large text, icons

03 — Typography

Montserrat, set with calm

Montserrat is the brand typeface; the motto is set in Montserrat Regular. The wordmark is custom lettering, not a font: never set “tenuto” in a typeface to imitate it.

Montserrat

Geometric sans-serif by Julieta Ulanovsky. Free under the SIL Open Font License, available from Google Fonts.

Light 300: addresses, long-form text at large sizes
Regular 400: body copy, the motto
Medium 500: labels, buttons
SemiBold 600: names, emphasis

Fallback when Montserrat isn’t available (e.g. email): Arial, Helvetica, sans-serif.

Display: We hold what matters
Heading: Functional healthwear for men.
Body: High-quality, washable functional healthwear designed for men. Experience, comfort and confidence without compromise.
Label: ENGINEERED BY UROLOGISTS

04 — Usage

Hold it steady

The logo works best when left alone: one of the supplied colourways, on a calm surface, with room to breathe.

Do

Ink and gold on Ivory or white.
White and gold on Ink.
White on Forest.
White on a dark, quiet area of a photograph.

Don’t

Don’t stretch, squash or skew the logo.
Don’t rotate the logo or set it on a curve.
Don’t recolour it outside the brand colourways.
Don’t place it on low-contrast or busy backgrounds.
Don’t add shadows, outlines, glows or bevels.
tenutoWe hold what matters
Don’t retype the wordmark in any font, or move the motto.

Writing the name

In running text, write Tenuto: capital T, no macrons. The macrons belong to the logo only. The legal name is Tenuto GmbH.

Lines we use

We hold what matters: motto
Functional healthwear for men.: descriptor
High-quality, washable functional healthwear designed for men. Experience, comfort and confidence without compromise.: product description
Engineered by urologists · Swiss engineered: proof points
Secure fit · Urologist Tested · 30-Day Guarantee: keywords, always as a set

05 — Banners

Banners for web and email

One layout in three formats, each adjusted for hierarchy, spacing and balance on its device. Banners use the one-colour logo: white on photography or dark surfaces, ink on light.

The same banner in the tall mobile format — Desktop and mobile web banners

Formats

Desktop	1440 × 1080 px
Mobile	360 × 720 px
Email	1200 × 600 px

Anatomy

Primary logo with the motto, white on dark or ink on light
Product description in Montserrat Regular
Call to action: white button, “Learn more” with an arrow
Keywords with thin line icons: Secure fit · Urologist Tested · 30-Day Guarantee

Photography

Real men in real settings, in warm, natural light. Darken the image evenly so white type and the logo stay clearly legible, and keep the left side calm for the text.

AI-generated imagery

AI-generated people may be used as mood imagery only.
Never present them as real customers, patients or experts: no names, quotes or testimonials, and never as the source of a claim (e.g. a urologist). Product claims such as “Urologist Tested” next to mood imagery are fine.
Only use images from tools whose terms allow commercial use, and keep a record of the tool and plan.
Check that the person doesn’t resemble a real, recognisable individual.
Label the image as AI-generated wherever a platform or law requires it.

Email banners

Forest, keywords in Moss
Ink
Light

The desktop banner shown on a laptop on a café table

06 — In use

The brand in the world

Waistband and woven labelThe isotype on the waistband, the wordmark on the label: white on Ink, one colour, no gold.

Business cardThe primary logo in ink and gold on Ivory. Names in Montserrat SemiBold, details in Light.

Social avatarThe primary logo centred on Ivory, with generous clear space so it survives a circular crop.

07 — Images

Photos for presentations

Free to download, no sign-in needed. Use them in PowerPoint and Keynote presentations about Tenuto, as a background or next to your text.

On the trailJPG · 1280 × 896 px
Download JPG
Morning in the kitchenJPG · 1408 × 768 px
Download JPG

Insert it with Insert → Pictures, then crop to the slide; don’t stretch it.
Put the logo or text on a calm area of the photo, white on darker parts, and darken the image slightly if needed.
Mood imagery only: don’t present the person as a customer, patient or expert, and don’t add names or quotes.

08 — Downloads

The complete brand kit

All 29 logo files as SVG, PNG and EPS, plus the designer’s originals: textured gold logo, social avatars, banners and mock-ups. One zip.

Use your Tenuto Cloud account, the one you use at cloud.tenuto.ch.

Need a format that isn’t here, or not sure which file to use? Write to info@tenuto.ch.

Tenuto brand guidelines